| With the development of consumer demand,shopping mall is also evolving into a multi-functional one-stop comprehensive consumption place,which integrates retail,catering,leisure,service and other diversified formats to meet consumers' diversified demand and consumption habits.In the shopping center,there are different types of business agglomeration and the retail agglomeration between the same industry.Under this circumstance,the complementarity between different formats make customers to multi objective shopping,as well as agglomeration of homogeneous shop makes customers had a spillover effect in the process of comparison shopping,then retail demand externalities occur.Therefore,the externality of retail demand should be considered as a key consideration when studying the influencing factors of malls.This paper choose the evaluation index of malls' combination positioning on the basis of considering the externality of retail demand,and the final 22 evaluation indexes were selected through pre-study.Then using principal component analysis method(PCA)to classify the evaluation indexes as well as determine their weight.Through PCA,it can also confirm the importance of retail demand externalities in the format combination in positioning.After the shopping center formats positioning comprehensive evaluation model was constructed,using fuzzy comprehensive evaluation method to evaluate the L project in Guangzhou.Lastly,comparing and analyzing the evaluation results of the L project and the evaluation results of other representative projects in Guangzhou,so as to get some suggestions for the positioning of the L project.This method can provide theoretical guidance and standard process for the positioning and evaluation of malls in China. |
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